"You don't have to hand in any ad with urine on it or anything," Ikea Sweden spokesman Magnus Jakobsson told CNBC in an email.

"Simply join IKEA's Family Club."

The ad came from Swedish agency Akestam Holst, and is running in Amelia magazine, a women's publication in Sweden.

"In order to make the interactive functions of this ad work in reality, we had to make several technical advancements," Akestam Holst said in a statement.

"The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change.

"For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics."